Which digital engagement should i be adopting?
Our conversations with clients become messy sometimes when we get too excited with what digital can do nowadays. It becomes difficult to focus and balance between the necessary and the nice to have.
Focusing the consumer’s wants versus the client’s is important. I always find that going back to the consumer journey path helps my client and me realign again.
Asking Your Client: Where are you?
As with most products and services, customers walk through this path before their decision to be an advocate of the product. Understanding where your brand is helps in strategizing and making digital tools effective. Below helps you better relate where your brand could be at.
The Awareness Stage – “Never See Before!”
Generally a new product in the market. No penetration force as yet.
The Consideration Stage – “I think so…”
Some brand memory established.
The Trial Stage – “I got try before…”
Willing to believe in your communication effort and give it a try.
The Regular Stage - “I use this brand…”
Believe it works for them and purchase it on a regular basis
Advocate Stage - “You try…You try…”
–> Willing to share and recommend with their friends and love ones.
I did the “colloquial” version to make this idea easier for understanding. Clients come to us with their brands at different stages. Sometimes we get all too caught up with the whole buzz that goes around digital that we lose focus on its intentions. Clients maybe eager to want advocacy in their brands and feels that our proposal may not cater for them. A further explanation through this mean helps at times.
Just something that could be useful if you have difficulty explaining to your clients.
